What’s Up with the “Pure” Claim?

Lately, I’ve noticed that a number of products claim to be “pure.” Their ads and marketing campaigns boast that they’re “all natural,” insisting that therefore they are good for you. Well, no. It ain’t necessarily so….

For example, I picked up one of those “all natural” bottles. The ingredients include “pure sugar.” Hello, folks: sugar is sugar, and trying to dupe consumers into thinking that a drink containing sugar is good for you (this particular product’s ad campaign says it’s better for the body than the competition) is false advertising.

What you should look for: products without a long list of chemicals and dyes. If you are watching your weight, eating products high in sugar and/or fat is a path to failure, not success.

An example of what may be helpful: drinking water. If you hate plain water, try squeezing in a wedge of lemon or lime. Alternatively, I sampled the new Dasani essence waters - they contain no sugar, no calories, and pure essence. My favorite: the Black Cherry flavor, which is sweet without being cloying. The other flavors include lime, which has a wake-up flavor. It’s especially good with fresh lime squeezed into it. I also enjoyed the strawberry-kiwi. For those who like exotic flavors, the unusual kiwi taste adds a different tang that mixes nicely with the strawberry.

So here’s a toast: to reading labels carefully! And then buying AFTER you’ve seen the ingredients. Avoid the temptation to purchase a product based on the marketing campaign. Be kind to your body - and it will be kind to you! — by Joanne Eglash

Photo Credit: http://www.flickr.com/photos/porcherie/525215342/

June 4th, 2009 by Joanne Eglash | Posted in Desserts, General, Low Cholesterol Cooking, Low Fat Cooking, Tips | (31)